Main sponsor Virgin Media takes sleeve spot on Southampton shirts

Virgin Media, the UK pay-television operator that is the shirt sponsor of Southampton, has strengthened its partnership with the Premier League soccer club by also becoming its first sleeve sponsor.

Virgin Media replaced Veho, the global consumer electronics firm, as Southampton's main shirt sponsor in a three-year deal at the beginning of the 2016-17 campaign, and will now have its logo on two prominent positions on the team's shirts.

David Thomas, commercial director of Southampton, said: "This agreement is testament to the partnership that has been forged by the two organisations, and we look forward to continuing our work together this season."

The addition of sleeve sponsors for the first time was made possible by the decision taken ahead of last season to dispense with a title sponsor for the Premier League, albeit bank Barclays remains involved in a lower-tier capacity.

Swansea City (Barracuda Networks), Manchester City (Nexen Tire), Stoke City (Top Eleven) and Watford (138.com) have all signed up sleeve sponsors ahead of the 2017-18 season, which begins on 11 August.

Meanwhile, Premier League rivals Liverpool and Chelsea have announced sponsorship deals with Falken Tyres, the Japanese tyre manufacturer, and Ericsson, the Swedish telecommunications giant, respectively.

Falken becomes a global partner and official tyre partner of Liverpool in a multi-year deal. It will get pitchside LED advertising at the club's Anfield stadium, as well as access to current and former players for promotional and hospitality initiatives.

Ericsson becomes Chelsea's connected venue partner, introducing free wi-fi coverage for supporters throughout the club's Stamford Bridge home for the first time.